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The company reported lower-than-expected revenue of $264 million for the quarter as its Sam Adams and Angry Orchard brands continue to struggle.

Speaking about Angry Orchard and declines in the cider business, CEO Marty Roper said the company was “determined to turn these category trends around and will introduce a new media campaign designed to better educate drinkers on hard cider and the occasions to drink it while explaining the quality and uniqueness of Angry Orchard.”

Ad campaigns, of course, cost money, which makes investors nervous.

Management cited Sam Adams and Angry Orchard as a reason for the company’s recent decline in “depletions,” or sales from Boston Beer distributors to retailers like grocery and convenience stores. Sales to bars and restaurants “remain challenging,” according to Roper.

Bright spots for the company include Twisted Tea, its spiked iced tea brand, and Truly Spiked & Sparkling, which Roper called “one of the leaders in the emerging hard sparkling water segment.” Strong performance from these products wasn’t enough to make up for declines elsewhere in the business, however.

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